Dongfeng Nissan popularizes new thinking and car marketing has entered the 3.0 era  Recently, Dongfeng Nissan’s “Courageous No Man's Land†national media cross-country challenge was held successfully in Dunhuang unmanned area west of Mingsha Mountain and east of Lop Nor. As the first implementation of Dongfeng Nissan's new marketing matrix, the event not only demonstrated the powerful performance of New Chiajun, but also reflected new marketing ideas such as “social networking, remarketingâ€, and could be considered a vane of the 3.0 era of automotive marketing.
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The Intrinsic Nature: The Adventure of the Desert in the No Man's Land in Dunhuang
Dongfeng Nissan’s “Courageous No Man's Land†national media cross-country challenge competition brought together mainstream media from across the country, owners of Chicjun owners, and forum moderators to jointly build car rally competitions along the route and the event’s difficulty is comparable to Dakar, setting a precedent for domestic car companies. In the uninhabited area, Xinqi Jun has become a true “protagonist†with super off-road performance, leading contestants to experience the wonders of human sensory limits.
Spectacular: China's most beautiful desert scenery - Dunhuang, full of Western style, is a fusion of natural wonders and cultural heritage, vast romantic desert, boundless desolate desert, unpredictable Yadan landforms and magnificent magnificent Mogao Grottoes In response, the scenery is fascinating and it can be called the masterpiece of nature.
The peculiar scenery forms the unique limitless scenery of no-man's land. During the 80km-long challenge, New Qijun and the challengers all cross the dune, Gobi, riverbed, sand valley, river and other China's most off-road terrain. Look at the true colors of heaven and earth. "Dunhuang no man's land" will also become a fascinating classic route for self-driving.
Qi Le: Spread a "wild" space between heaven and earth - escape the stylized city, choose a long-awaited place, breathe deeply, enjoy the wild, appreciate the true character I have been adhering to, is the new generation on behalf of the crowd The true values. This is also the original intention of the "Courageous No Man's Land" campaign, and the professional and interesting set of schedules set by Dongfeng Nissan made it stand out among countless automotive test drive events and left a deep impression on participants.
"Fighting no man's land" among 6 stages of various off-road terrain, Dongfeng Nissan arranged the Shapo Challenge, 100m Sprint Race, Sand Valley Surfing + X Experience, Short Track Race, S-Bend Race Experienced, GPS-seeking fun and other aspects of the game, participants included "drive" in music, for every surprise and "surprise" beyond their expectations and excited.
Odd car: The king of the mainstream cities SUV off-road - As the challenger in the no man's land can rely on the only strength, the new Qi Jun showed the mainstream of the city's SUV models unmatched tough off-road performance. It should be noted that the previous generation of Qijun was the world's first mass production passenger vehicle to land on the three poles of the Antarctic, Arctic and Everest.
Xinqi Jun's proud "super four-wheel drive system" is its core competitiveness. 4×4-i intelligent full-mode four-wheel drive system can be freely switched between 2WD, AUTO, and LOCK modes. B-LSD electronic brake differential lock, uphill assist system, and steep slope downhill control system are combined properly, supplemented by 210mm The minimum ground clearance allows Xinqi Jun to walk freely in the topography of the thorns and valleys.
The beautiful scenery of the desert and its endless game schedules allow the contestants to overcome their addictions and enjoy the free-riding off-city. As the only mainstream urban SUV that dares to scatter wilderness in extreme natural environments such as Dunhuang’s uninhabited areas, Xinqi Jun’s performance advantage beyond its segmentation is unquestionable.
Automotive Marketing 3.0 Era: Socialization, Post-marketing, Circle Marketing with Play
In no one's area, the contestants shouted "playing" and they had a common identity - a true circle of friends. In the way of life, they matched the novel spirit of “breaking the bondage and releasing nature†and became the most loyal “fans†of Xinqi Jun and even Dongfeng Nissan. They joined the spirit of the spirit of nature as the link of the spirit of nature. ring. This is also the beginning of the 3.0 era of automotive marketing.
With the advancing of the automobile society, the change of the Internet tide, and the application of big data, car marketing has also shown a gradual evolution. In the era of car marketing 1.0, car manufacturers play a leading role. They regard consumers as "receivers" and instill information broadcasting into consumers. With the explosive growth of the automotive market, consumers who are baptized by the Internet trend have become increasingly rational, and the automotive marketing has entered the 2.0 era of two-way interactive experience.
Today, car consumers value not only the product performance of the car, but also the spirit and lifestyle conveyed by the car itself. Automobile manufacturers can no longer talk to consumers with a high profile, but should seek to resonate with the target audience at the level of values. Taking the opportunity of the listing of Xinqi Jun, Dongfeng Nissan once again took a one-and-a-half pace to realize the transformation of its marketing role. It is no longer an information transmitter and has become the platform organizer of the social circle. It has established the industry’s first connected consumer life cycle based on common values. Color circle.
The color circle runs through Dongfeng Nissan's brand-service concept of “people, car, and lifeâ€. It aims to train Qi Chun’s hardcore fans through the series of online and offline high-quality circle activities, and become emotional communication with the owners. Ties and bridges. "Courageously no man's land" is exactly what Dongfeng Nissan is taking as the cornerstone of the product performance advantage of the new Qijun, a forward-looking attempt and successful interpretation in the 3.0 era of car marketing.
“True Circle†is committed to creating a “natural world†that integrates the old and new owners of the Qijun. It will not only become a platform for new owners to experience the extraordinary charisma of New Qi Chun, but also a “dream country†that braves the true colors of life and straddles the spiritual boundary. Feel the cutting-edge technology, explore unknown secrets, demonstrate life attitude, enjoy conquering life. Just like the "Courageously No Man's Land" campaign, Xin Qijun not only endorsed the product performance, but also embodied the spiritual label of "the true circle circle friend."
“Spiritual, motivated, and passionate.†The reason why the community can gather is because of the common philosophy. Truly successful brands are advocating a "right value proposition." “Socialize first, post-marketingâ€, Dongfeng Nissan is using digitization and social interaction to explore the deepest social needs of target users and build a marketing model in which the auto industry is truly “fansâ€, so that the new “junior†is no longer a concept. , but the user's real emotional sustenance.